Not Just a Brush — A Movement: The Sleepy Head Collective Story

What if daily care became something people were proud to talk about? That's the idea that started Sleepy Head.

When founder Esther Ng experienced the LUNA, it wasn't just about oral hygiene. It was about creating a cultural shift — turning "routine" into "ritual," and "self-care" into "collective care." The daily care collective began with a simple idea — that better design leads to better rituals. Learn how it all comes together in Rituals Don’t Lie. 

Sleepy Head isn't another brand telling you to brush twice a day — it's a community of thinkers, doers, and dreamers who believe care shouldn't be boring. From our Sleepy Edit stories to our "Tooth & Tell" facts and ambassador programs, everything is designed to inspire better daily living — with humor, heart, and a touch of aesthetic rebellion.

This is The Care Collective — people who choose calm over chaos, intention over impulse, and self-worth over self-neglect.

So no, Sleepy Head isn't just selling a toothbrush. We're building a movement. And everyone who joins — becomes part of the story. It's about how you show up for yourself.

🪐 Discover the mindset behind our oral care ritual in The Psychology of Routine.